MPO1221 Main Game Online x Ben Hewett–Genentech MS Voice Case Study

Brief

In preparation for its first MS therapy, OCREVUS, Genentech wanted to showcase its dedication to MS by launching a patient-centric digital campaign ahead of the launch. MS Voice was created to empower patients to share their experiences with the disease and engage with other patients. Given the competitive landscape, the campaign had to be game-changing to stand out and build trust across a wide-range of audiences.

Details

Patient unbranded website
Social media campaign
Email campaign
Design system
Built on AEM

Role

Digital strategy
Content strategy
UX and creative direction

Approach

Research revealed a unique opportunity to engage active patients online and through social media. Given the target demographic’s wide age range, Facebook emerged as the optimal platform for delivering meaningful information to engage with them at pivotal moments in their journey.

MS Voice Website Information Architecture

The creative strategy centered on amplifying MS patients’ voices, positioning them as heroes brought to life through a bold visual identity. Pivoting off the campaign’s tone, the unbranded website played a crucial role as one of the primary conduits to social media channels.

Facebook was leveraged as the core of a broader ecosystem, complemented by a YouTube channel and other digital channels to expand Genentech’s footprint in the MS market.

The patient community received emails promoting live meetup events nationwide, aiming to deepen connections and boost participation in the program.

Results

MS Voice marked Genentech’s inaugural foray into patient-focused, unbranded social media. Six months after its launch, it enjoyed remarkable success, attracting over 20k Facebook followers, more than 6k views on YouTube, and over 100k post engagements. This level of engagement helped generate significant interest in OCREVUS when it was introduced later the following year.

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MPO1221 MAIN GAME ONLINE

MPO1221 MAIN GAME ONLINE — Genentech

Amplifying the voices of MS patients

Brief

Approach

Results